Only 23% of U.S. participants on social networks describe themselves as “creators” of content, according to a new global study by Forrester Research. Less than a third engage in conversation, and more than two-thirds watch passively. GigaOM notes this should be no surprise, since another recent study by Harvard found that “90% of the content on Twitter is created by 10% of the users.”
The implication is that as social media goes mainstream (Facebook is now the No. 3 website among U.S. adults age 45-54), more users are spending more time watching and less submitting. This may be good news for advertisers who seek to use social channels as a push medium for their message, and not-so-good news for those who believe everyone wants to actively engage in a two-way conversation with their brand.